Meta’s announced some new updates for its AI-powered Advantage+ ad campaigns, which, at best, aim to take all, or most of the campaign targeting decisions out of your hands.
Because Meta’s AI system, which is trained on actual ad results across its platforms, knows better than you, and Advantage+ has proven to be a good way to get your promotions in front of the right people, including audiences that you might not have considered yourself.
As such, it could be a valuable consideration, and now, Meta’s adding new elements into the mix.
First off, Meta’s testing a new, streamlined Advantage+ campaign setup, “so that marketers no longer need to choose between running a manual or ASC+ campaign.”
With this new process, Advantage+ optimization will be available for all of your campaign elements.
“To show advertisers when our most advanced AI optimizations are applied for the best performance, we’re adding an Advantage+ ‘on’ label to campaigns. These optimizations will be turned on when businesses use Advantage+ audience, placement and campaign budget.”
So you’ll now be able to see where Advantage+ can help, in all aspects, and you’ll be able to more easily choose where to activate it in your process.
Meta’s also renaming Advantage+ shopping campaigns to Advantage+ sales campaigns “to better reflect the full range of advertisers that can benefit from this product.”
Meta’s also expanding Advantage+ to leads campaigns, providing more ways to utilize its AI-powered targeting insights.
“Advertisers can now apply full campaign automation to efficiently find high quality leads with the help of AI. The new streamlined Advantage+ setup will also be testing with Advantage+ leads campaigns.”
That could be a good way to generate more direct connections from your Meta promotions.
Indeed, Meta says that, in early testing, leads campaigns that had Advantage+ turned on resulted in 10% lower cost per qualified lead.
Could be worth considering.
Meta’s also testing out a new “Opportunity Score” display in Ads Manager, which will provide a 0-100 point summary as to how well your campaign is set up to maximize performance.
The score aims to provide immediate feedback on campaign set-up, which could help you optimize your results.
“The score is coupled with near real-time recommendations for what an advertiser can do in just a few steps to help improve performance, including tapping our AI-enabled Advantage+ suite. In our early tests, advertisers who adopted opportunity score recommendations saw a 5% median decrease in their cost per result.”
Meta’s expanding this test to more advertisers, providing simple tips on how to get more out of your campaigns.
“In the coming weeks, some advertisers in our test group will also begin to see opportunity score’s recommendations together with the streamlined Meta Advantage+ setup, helping us learn if this gives marketers a more powerful foundation to create, manage and run their campaigns.”
Over the past year, Meta’s AI-powered Advantage+ campaigns have become a powerful option to reach the right audience with your promotions, even if you don’t know who the right audience might be.
Indeed, according to Meta:
“Advantage+ shopping campaigns (ASC+) has been one of our fastest, most consistently growing AI-powered ad products, most recently growing 70% year over year in Q4. And since the launch of Meta Andromeda, we’ve seen an 8% improvement in ads quality, better personalizing the ads we show from Advantage+ campaigns.”
Many marketers have reported seeing better results by putting their trust in Meta’s automated targeting process. Which can feel like you’re putting too much reliance on Meta’s systems, but if it drives results, it could be worth experimenting with.
And given the Advantage+ model is built on Meta’s ad performance data, the system should know more than you or I about who’s more likely to respond, and what drives better performance.
These new features could give you more impetus to try them out, and see if they can help you generate more sales by relying on Meta’s AI ad targeting.
You can read more about Meta’s latest Advantage+ updates here.
